Design often feels intimidating—complex, expensive, and time-consuming. Picsart’s tools help to make creativity and design accessible to everyone, but it needed a rebrand to help get the message across.

Together with The New Company and Hermit, we launched an ambitious rebrand focused on simplicity and accessibility, making design approachable for everyone, especially “prosumers” who need powerful tools without the steep learning curve. From redesigning the wordmark, developing new brand and photography guidelines, and building a cohesive toolkit for product and marketing teams, we aimed to maintain Picsart’s playful spirit while elevating its appeal for a wider audience.

We collaborated across every team and department in the org, ensuring the new brand identity was carried through every single marketing and product touchpoint. This included refreshing hundreds of assets and touchpoints in a seamlessly coordinated switch-on.

Our work was thorough and inclusive; we hosted roadshows to keep every team in the loop and fostered a sense of ownership across the company. We built a library of brand imagery that reflected how our community starts with photography as their canvas. Our partnership with Hermit helped shape a tone of voice that felt like a “rebelt art teacher” — bold, encouraging, and supportive.

The rebrand was more than just a visual refresh; it was a company-wide commitment to make design fun, easy, and accessible.